State of the Industry 2022: Crackers lead with innovation
The cracker category shines through innovative product formats and flavors.
Crackers share a direct lineage with bread, finding their innovative genesis as a tool of necessity. The notably long shelf life of crackers makes them a resilient go-to food staple throughout the past two centuries.
Today, available retail cracker options range from supremely straightforward to highly seasoned, attention-attracting stars. The former simple snacking stalwarts often yield the attention to their accompaniments, such as meats and cheeses, or accent comforting soups and stews. And the latter category of cracker options today are often standalone snacks in their own right.